Creating campaigns with dynamic, engaging and
personalized content is key to success in email marketing, but is often easier
said than done. Premade templates can serve as a stepping stone for crafting
emails, and Campaigner offers hundreds of standard and responsive designs to
choose from. Today we’re launching our Articles feature to make it even easier
for marketers to craft brand consistent campaigns with customizable elements
within Campaigner’s platform, and in tandem with our templates and Landing Pages.
Articles -- a feature now available for all
users -- give email marketers the ability to create their own design elements
in HTML while ensuring their code remains dynamic and adaptable across all
campaigns. Instead of building components like headers and footers with each
message, Articles allow marketers to easily customize these elements in HTML
and save them for reuse in upcoming messages and campaigns.

The Articles feature is essential for
marketers who need brand consist…

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Beyond the Junk Folder: How Spam Can Undermine Your Messaging

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Email marketers have long been wary of the spam folder and
avoid it like a black hole that could trap their messages where their contacts
will never see them. A message in the spam folderlikely removes all possibility for click-through and
conversion, soemail marketersstrive to get their messages into readers’
inboxes where the potential to be seen and acted upon significantly increases.

The spam folder can cause damage far beyond the immediate lost
revenue from an unseen message. According to a recent survey, 47 percent of
Internet retailers report message delivery to a spam folder is the most
damaging email marketing issue to a brand.

Read on for ways that spam can undermine your future
messaging, as well as best practices to move your emails beyond the junk folder
to avoid potential damage to your brand’s reputation:

Do: Keep your email
lists clean

Be careful to avoid spam traps created by email addresses that
are actively monitored but not actively used. Make proper email hygiene a habit
and do a regular cleanse of your email lists. Remove unresponsive addresses
regularly and use an email service provider that automatically manages opted-out
addresses. This will keep your deliverability rates up and complaints against
your brand down, generating long-term benefits for your brand’s reputation.

Don’t: Bump up your
bounce rates

Internet service providers (ISPs) use several criteria to
determine an email sender’s reputation, and among these is the bounce rate. The
more messages you send to invalid, closed or non-existent email addresses, the
higher your bounce rate will be. When the bounce rate crosses a threshold of
about five percent, ISPs may start preventing your emails from making it to
your contacts’ inboxes. Keep your bounce rate as low as possible so that your
future campaigns don’t suffer from poor deliverability. An automated list
hygiene program will get this number down to nil.

Do: Use double opt-in

Generate a two-step process that enables new subscribers to
confirm they want to receive content from you. Contacts who have double
opted-in are much more likely to read and engage with your emails, keeping them
far away from the spam folder. This will help your deliverability rates stay
high and boost your subscriber engagement. The initial double opt-in process
also gives your subscribers the opportunity to share the kinds of content
they’d like to receive. This will ensure your messages hit the nail on the head
every single time.

Don’t: Ignore customer
complaints

When customers unsubscribe to your emails, it’s not just a
matter of respect to honor their request –it’s the
law. It’s always hard to let subscribers go, but doing so will help keep
your email lists clean and your company in reputable standing. Use email
marketing software that integrates with your CRM system to ease the opt-out
process for your organization, and keep your brand focused on driving
conversions from the customers who are your biggest fans.

Do: Get third-party
sender accreditation

Third-party organizations that offer sender accreditation can
help boost your validity as a legitimate email marketer. The accreditation
process often requires brands to follow certain guidelines in order to become a
verified sender, but it also offers a high return on investment. Accredited
senders are included on trusted listings referenced by ISPs and can bypass
certain email filters, generating long-term benefits for your brand.

Damage done to your deliverability and bounce rates will
affect your future campaigns and your sender reputation, and is hard to
reverse. On the other hand, a good sender reputation can result in preferential
delivery for your messages from webmail providers and filtering companies –upping the odds
that your email will be seen, read and acted upon.

Make sure that your email marketing strategy integrates these
tips to get messages from your current and future campaigns out of the spam
folder and into the inbox.